Write copy a competitor could not reuse
TL;DR
Cut superlatives without proof and phrases that say nothing, and replace them with facts, numbers and specifics. Test every sentence by asking whether a competitor could paste it onto their own site unchanged. Give your assistant three things you have written so it keeps your voice instead of imposing its own.
The test that settles every sentence
Read a sentence from your site and ask: could my closest competitor put this on their page, word for word, and have it be just as true? If yes, it is taking up space. Cut it or make it specific.
This one test removes most of what makes a site forgettable, and it is something you can apply yourself without knowing anything about copywriting.
What to cut
- Superlatives with nothing behind them: leader, must-have, revolutionary, expert
- Phrases that say nothing: "at your service", "tailor-made solutions", "your satisfaction is our priority"
- Corporate vocabulary nobody uses out loud
- Welcome messages, and headlines that are only your company name
Assistants produce these by default. Not because they write badly, but because with no facts to work from, the safest sentence is the emptiest one.
What goes in their place
Proof beats adjectives, every time. The replacement is almost mechanical.
| Instead of | Write |
|---|---|
| Trusted by many clients | 58 installations delivered since 2019 |
| An expert team | Two physiotherapists, both certified in sports rehabilitation |
| Fast turnaround | A quote within 48 hours, work started within two weeks |
| Serving the region | Ghent, Aalst and everything within 30 km |
The level of detail is not decoration. It is what tells a visitor that a real business wrote this, and it is what an AI assistant quotes when someone asks it for a recommendation.
Headlines that state a benefit
A headline states an outcome, not a category. Three patterns carry most of the work:
- Outcome plus timeframe: "A live site by tonight"
- Problem plus reversal: "Stop paying twice for the same site"
- A specific claim with a number in it
Keep your voice, not the assistant's
An assistant has a default register: even, warm, slightly corporate. If you let it write unprompted, your site sounds like every other site it has written.
The fix takes one message. Paste three things you have already written, an email to a client, a social post, the way you describe your work in person, and ask it to match sentence length and warmth. Then read the result out loud. If you would not say it, it does not go on the site.
Specific copy is also what makes a page quotable, which matters more now that people ask an assistant for a recommendation instead of searching: the SEO and GEO guide picks up there. And the fastest credibility win is not a word at all, it is one real photograph.
Say this
"Rewrite the copy. Cut every superlative without proof and every sentence a competitor could paste onto their own site unchanged. Replace them with facts and numbers. Here are three things I have written, match that voice."
Questions fréquentes
Why does AI website copy sound generic?
With no facts to work from, the safest sentence is the emptiest one, so an assistant defaults to superlatives and filler. Give it numbers, dates, names and specifics, and ask it to cut anything a competitor could reuse unchanged.
How do I make an AI write in my voice?
Paste three things you have already written, an email, a post, a description of your work, and ask it to match sentence length and warmth rather than impose its own register. Then read the result out loud as a check.
What should I remove from my website copy?
Superlatives with nothing behind them (leader, expert, revolutionary), phrases that say nothing ("at your service", "your satisfaction is our priority"), and any sentence that would be equally true on a competitor's site.